Having taken look at the segmentation of the automobile market in the last post, we shall now take a look at the segmentation of the computer market; which is one of the fastest growing markets globally.

· Geographic segmentationIn the segmentation of computers, geographical segmentation yet again plays a very important role. This is because the demands of people would vary according to their regions. A very good example of this is the computer market in India. Few years ago, laptops were not at all popular in the Indian computer market which was dominated by desktops, despite the fact that laptops were very popular in the world market. Then arrived the LCD screen desktops and later the desktops gave way to laptops. This happened because the laptops were very expensive for the Indian customer as compared with desktops. So, a global computer manufacturer would have after geographical segmentation, focussed more on the sale of computers as compared to laptops. This is not the case with India in isolation, and is common to most of the developing nations. Even in India, further geographic segmentation would show that laptops are still not too popular in small cities and towns, where it’s still quite an expensive item for the potential buyers. · Demographic segmentation

Demographic segmentation plays a very important role in the computer market. It has been seen recently that most of the laptop manufacturers are coming with more and more coloured laptops in contrast to the black or silver coloured laptops. This has been done to attract the young customers towards the product. Based on demographic segmentation, manufacturers have come up with different configuration of their product models. For example, a student may not necessarily require a computer with a very large memory space, which would definitely be the case of a professional photographer. Also, based on demographic segmentation, manufacturers are coming up with small laptops or...

...AutomobileIndustry, India AutomobileIndustry
Following India's growing openness, the arrival of new and existing models, easy availability of finance at relatively low rate of interest and price discounts offered by the dealers and manufacturers all have stirred the demand for vehicles and a strong growth of the Indian automobileindustry.
The data obtained from ministry of commerce andindustry, shows high growth obtained since 2001- 02 in automobile production continuing in the first three quarters of the 2004-05. Annual growth was 16.0 per cent in April-December, 2004; the growth rate in 2003-04 was 15.1 per cent The automobileindustry grew at a compound annual growth rate (CAGR) of 22 per cent between 1992 and 1997.
With investment exceeding Rs. 50,000 crore, the turnover of the automobileindustry exceeded Rs. 59,518 crore in 2002-03. Including turnover of the auto-component sector, the automotive industry's turnover, which was above Rs. 84,000 crore in 2002-03, is estimated to have exceeded Rs.1,00,000 crore ( USD 22. 74 billion) in 2003-04.
Automobile Dealers Network in India
In terms of Car dealer networks and authorized service stations, Maruti leads the pack with Dealer networks and workshops across the country. The other leading automobile...

...MARKETSEGMENTATION
BY- SUNIT KUMAR MISHRA
• CONCEPT AND DEFINITION The concept of market segment is based on the fact that the market of commodities are not homogeneous but they are heterogeneous. Market represent a group of customer having common characteristics but two customer are never common in their nature, habits, hobbies income and purchasing techniques.
• According to Philip kotler , “Marketsegmentation is sub-dividing a market into distinct and homogeneous subgroups of customers, where any group can conceivably be selected as a target market to be met with distinct marketing mix.”
• MarketSegmentation is a method of “dividing a market (Large) into smaller groupings of consumers or organisations in which each segment has a common characteristic such as needs or behaviour.”
Henry Ford epitomized this strategy when he offered the Model- T Ford in one colour , black.
LEVELS OF MARKETSEGMENTATION
1. SEGMENT MARKETING
Consists of a group of customers who share a similar set of needs and wants. Identifiable Group with in a Market with Similar
• Wants • Purchasing Power • Geographical Location • Buying Attitudes
FLEXIBLE MARKET OFFERING
• Even in segments 100 % needs are not same – consists of two parts 1.Naked...

...MARKETSEGMENTATION
Marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them.
Market segments allow companies to create product differentiation strategies to target them.
Marketsegmentation is the technique used to enable a business to better target it products at the right customers. It is about identifying the specific needs and wants of customer groups and then using those insights into providing products and services which meet customer needs.
Segments are usually measured in terms of sales value or volume. In the diagram below, segment B is twice the size of segment C:
A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Marketsegmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. Generally three criteria can be used to identify different market segments.
Basis of MarketSegmentation
 Gender
The marketers divide the market into smaller segments based on gender. Both...

...The Gap in MarketSegmentation
What is the point of marketsegmentation? Really, what is the point? As my Uncle Jim used to say, "If you throw enough dirt on the wall some of it is going to stick, ain't it?" So why don't companies just throw a bunch of good products at the people and just see who buys what, if anything at all? That might have worked along time ago, but now, the answer in short, is competition. Today, there are to types of companies, those that are profitable and those that are profitable. My point is, companies don't have time to keep "throwin' dirt," they have to find that one piece of dirt that sticks and keep using it. Anderson and Vincze in Strategic Marketing Management, (pg 226) define marketsegmentation as "the process of dividing a large market into smaller groups or clusters of customers with similar characteristics." Basically, marketsegmentation is the filter that determines what dirt sticks, and what doesn't. In addition, if I understood one point that has been repeated over and over in class, it's that the key to success in business in the future is the relationship between the buyer and seller. Segmentation permits closer relationships between buyer and seller and the ability to identify new marketing opportunities as Gap Incorporated has done with me.
The first time that I...

...MarketsegmentationMarket consists of large number of actual and potential customers. The process of splitting the market into different groups or segments based on the needs, characteristics or buyer behavior is called as Segmentation (Kotler, Brown, Adam, and Armstrong, 2007).
Singapore Airlines (SIA) has used traditional approach adopted by legacy carriers for segmentation. SIA focuses on business travelers and the price sensitive leisure travelers. The business paradigm of SIA has clearly differentiated these two segments by catering to their heterogonous need. In order to penetrate their existing market and expand their revenue base they are also focusing on additional segment based on consumer loyalty. The increasing revenue of SIA has been depicted in appendix 1. Detailed analysis of segmentation strategy used by Singapore Airline is given as below:
Psychographic variables
Preferences: The two major groups of business and leisure travelers differ in their preferences. It’s believed that on an average in aviation industry elite travelers contribute up to 50% of revenue though they add up to less than 20% in passenger number (Brancatelli, 2009). Hence the preference of this particular segment (Business travelers) is given additional importance. They are given exclusive in-flight service with respect to variety of cuisines being...

...reach different markets or to promote your products to different locations or people one has to use a method called marketsegmentation. "Marketsegmentation describes the division of a market into homogenous groups which will respond differently to promotions, communications, advertising and other marketing mix variable" (Cumming). Marketsegmentation is extremely important for companies around the world. If a company doesn't research the area in which they are going to market or they put a product that is either to expensive or to elaborate in an area that can't afford that then they will fail as a company. In my paper I will discussion why marketsegmentation is used in around the world, the types of segmentation, some techniques used to make segmentation work the best.
Marketsegmentation is to divide the market into smaller segments. The reason for dividing the market is to make it easier to address the needs of smaller groups of customers, particularly if they have many characteristics in common (Breen). It is easier if you find things in common that are the same such age, gender, benefits, lifestyles, etc. We also use marketsegmentation to find niches or to identify under-served or un-served...

...Marketsegmentation- is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way. Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private sector. Small segments are often termed niche markets or specialty markets. However, all segments fall into either consumer or industrial markets. Marketsegmentation is needed because the marketing concept calls for understanding customers and satisfying their needs better than the competition. But different customers have different needs, and it rarely is possible to satisfy all customers by treating them alike. Buyers together make up markets. These buyers vary in numerous ways. These ways include difference in their wants, acquiring ability, geographical sites, purchasing behavior, and buying practices.
An example for how the market for soap may be segmented-
Types of Soap Characteristics of...